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Monday, September 27, 2010
The Big Idea
Founders of a new organization called on Jajo with a dream. They had joined together in a mission to save starving people around the world. The big idea was to serve as the facilitator for other corporations and ordinary people to have an alternative to writing a check in order to give back. This new organization would coordinate food-packaging events nationwide, allowing volunteers to do the hands-on packaging. But the organization had not identity. It was standing at ground zero, seeking creative counsel and direction.
The first step was to determine a name for this organization. I was invited to participate in the naming process. The chosen concept, which I contributed to the mix, proved to be Numana – based on the Old Testament story of manna provided to followers wandering in the desert. A positioning statement of "Saving the Starving" was recommended to communicate the mission. With the new name established, my team moved forward with logo mark and identity development. We were also involved in determining media relations strategies and messages to begin communicating the Numana story to the local audience. Over the next several years, Numana had much work to do establishing key supplier and logistic partnerships. The Salvation Army World Service Office signed on as the logistics and distribution arm for Numana.
The first step was to determine a name for this organization. I was invited to participate in the naming process. The chosen concept, which I contributed to the mix, proved to be Numana – based on the Old Testament story of manna provided to followers wandering in the desert. A positioning statement of "Saving the Starving" was recommended to communicate the mission. With the new name established, my team moved forward with logo mark and identity development. We were also involved in determining media relations strategies and messages to begin communicating the Numana story to the local audience. Over the next several years, Numana had much work to do establishing key supplier and logistic partnerships. The Salvation Army World Service Office signed on as the logistics and distribution arm for Numana.
Numana was poised and first shipments of food were waiting to ship to Haiti in late 2009. Then in January 2010, the Haiti earthquake hit. Numana's role in serving starving peoples was multiplied one-hundredfold within weeks. During the first quarter of 2010, two dozen food-packaging events coordinated by the organization were held from Hartford, Conn. to Los Angeles, Calif. Eight million meals were prepared by 57,000 volunteers for distribution in Haiti. Future plans include international events and expanded distribution to other nations.
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